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A detailed look at Nike Basketball’s Area 72 space from All-Star weekend in Houston

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Nike Basketball pulled out all the stops during All-Star weekend to showcase its extraterrestrial lineup of special edition kicks that would be worn by Kobe Bryant, LeBron James, and Kevin Durant during the NBA’s midseason exhibition.

Setting up shop inside the Houston Galleria mall, Nike created an Area 72 retail space that allowed fans to get the full space-age experience. It was impossible to miss the large black dome in the center of the mall’s lower level that housed the exhibit — it was eye-catching from above, and even at a distance.

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Once inside, fans enter a hallway with silver “space boot” versions of the shoes lining the walls, which leads them into the main area of the exhibit.

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After passing through the hallway, you find yourself in the center of things, where the real All-Star edition shoes are all on display. This was one of the cooler parts of the experience, where everyone entering received an access card with a unique code on it.

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Visitors walked around the exhibit where the shoes were encased in glass, and got to enter their code on a keypad. If the display read “access denied,” they didn’t win anything. But if it lit up with “access granted,” a key was revealed and they could unlock their size of the pair of shoes that they had just won.

One young man really wanted to win badly, and would rest his head against the display, eyes closed as he was deep in meditation (or perhaps prayer) before entering his code on the keypad. Unfortunately, he wasn’t among the chosen ones, and let out an exasperated yelp after being denied at all three tries.

There was plenty more detail to see, including video displays featuring Bryant, James, and Durant. Near the display’s exit was a customization booth, where merchandise that included socks, shirts, and track jackets could be special-ordered with various Area 72 design options. This was packed consistently throughout the weekend, and orders took between 1-2 hours to complete.

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Nike held player appearances at the space throughout the weekend, which included the three biggest names in the game whose shoes were prominently featured. The crowds were at times alost unmanageable, which speaks to the success of the space, as well as to the popularity of the NBA and the merchandise supporting the league fans love to watch.

During my visit, I caught up with Erick Goto, a member of the design team that created all of this. One of the more interesting things we discussed was how the design process for the All-Star edition shoes, as well as the theme that would carry the company’s vision throughout the weekend, was over a year in the making.

As we talked about all that went into the design process, Goto was like an actor who works on a film a year or more before it’s released, and then has to discuss it again after it’s become a distant part of his professional past.

“Up until a couple weeks, ago, I really didn’t know how excited to be about this whole thing,” he said. “But seeing all the images of how the space would look, I got so excited because you know, you’re working on it a year ago, and you’re done with that stuff. It was so long ago.”

Goto said the design team was surprised with how popular the space-age themes have become, beginning with the Galaxy editions that carried the 2012 All-Star weekend in Orlando through to the extraterrestrial theme that was omnipresent in Houston.

“We were surprised,” he said. “We definitely didn’t think that it would cause as much chaos as it did last year, but it’s great. And that’s kind of what pushes the creativity for the team. We’re always trying to make sure we deliver something special.”

The detail and design that was put into each player’s special edition shoe is truly something to behold, as was the retail space that came together for the All-Star weekend celebration. Seeing the space in its finished form made it well worth all the hard work the design team put into it, beginning more than 12 months before the final vision was realized.

“This totally made it worth it,” Goto said. “It totally brought a tear to my eye. People were down here a couple of days [before the opening] just sending me pictures of how the space was building out, and I was like, no way! I got totally excited. We worked on the product so long ago thinking, ‘it would be cool if they did this, or it would be cool if they did that.’ But they actually made everything happen.”


Nike Basketball Area 72 space at All-Star weekend in Houston

Suns’ Marquese Chriss shows off crazy hops to throw down alley-oop (VIDEO)

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Marquese Chriss has ridiculous athleticism, which is why a lot of teams had their eye on him last draft.

He’s still trying to figure out how to make that talent work for him on the court, but on plays like this third quarter alley-oop your jaw drops.

The Suns got the upset win over the Raptors thanks to a monster game from Eric Bledsoe.

Karl-Anthony Towns carries Wolves past Nuggets, 111-108

Minnesota Timberwolves teammates Karl-Anthony Towns, center, and Tyus Jones (1) celebrate their lead in the second half of an NBA basketball game Sunday, Jan. 22, 2017, in Minneapolis. The Wolves won 111-108. (AP Photo/Stacy Bengs)
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MINNEAPOLIS (AP) — Karl-Anthony Towns had 32 points, 12 rebounds and seven assists and hit the go-ahead shot with 42.5 seconds to play to lead the Minnesota Timberwolves to a 111-108 victory over the Denver Nuggets on Sunday night.

Towns hit 13 of 19 shots and also had four blocks and Andrew Wiggins scored 24 points in Minnesota’s fourth straight home win. Shabazz Muhammad scored 20 points off the bench and the Wolves rallied from nine points down midway through the fourth quarter for the win.

Gary Harris scored 22 points and Nikola Jokic had 18 points and eight rebounds for the Nuggets on the second night of a back-to-back. Wilson Chandler and Jamal Murray added 17 points each for Denver, which played without Emmanuel Mudiay because of a sore back.

Kris Dunn had 10 points and nine assists for the Wolves while starting for Ricky Rubio, who missed the game to attend his grandmother’s funeral.

The Wolves were down 100-91 midway through the fourth quarter when Towns and Muhammad keyed a 12-2 run. Muhammad finished the spurt with a layup for a 103-102 lead, Wiggins hit a 3-pointer and Towns knocked down a jumper from the baseline to put the Wolves up for good in a thriller.

The game featured two of the best young big men in the game in Towns and Jokic. Both are considered the new breed of NBA center, able to shoot the ball like a shooting guard, pass it like a point guard and run the break like a small forward.

Denver coach Mike Malone said the Nuggets offense took off when he inserted Jokic into the starting lineup, and the Serbian gave his coach the luxury of being able to weather Mudiay’s absence by running the offense through him. Rookie Jamal Murray saw extended minutes at point guard, running the pick-and-roll with Jokic to perfection.

Towns knows there is a segment of the NBA analytics community that believe Jokic should have won rookie of the year honors last year, and he went right at Jokic every time he had the chance on Sunday night. Towns dunked on Jokic twice and had another blow-by for a dunk in the second quarter that got the crowd on its feet.

TIP-INS

Nuggets: Denver committed 18 turnovers leading to 31 points for Minnesota. … Mudiay stayed home in Denver to get treatment for his back. The hope is that it is a short-term injury.

Timberwolves: Gorgui Dieng was limited to six minutes in the first half after picking up three quick fouls in the first quarter. … Rubio is expected to rejoin the team on Monday.

SHABAZZ SHINES

Muhammad made 9 of 14 shots, including two 3s and hustled on defense as well, giving the Wolves some much-needed production off the bench. Zach LaVine had another quiet night as he works his way back from a hip injury, but Muhammad picked up the scoring slack. He reached double figures for the fourth time in seven games.

 

Eric Bledsoe’s career day leads Suns over Raptors 115-103

Phoenix Suns guard Eric Bledsoe (2) drives past Toronto Raptors guard Kyle Lowry during first-half NBA basketball game action in Toronto, Sunday, Jan. 22, 2017. (Chris Young/The Canadian Press via AP)
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TORONTO (AP) — Eric Bledsoe scored a career-high 40 points and had 13 assists and the Phoenix Suns handed the Toronto Raptors their third straight loss, 115-103 on Sunday night.

Bledsoe was 11 of 17 from the floor, including 4 of 7 from 3-point range, and Devin Booker added 20 points as the Suns won their second straight road game following Saturday’s win at New York. The victory also completed a season sweep of the Raptors for the first time since 2013-14 and improved Phoenix to 11-6 against Eastern Conference teams this season.

DeMar DeRozan had 22 points for Toronto and Jonas Valanciunas added 16 points and 12 rebounds for his 17th double-double of the season. It’s the first time the Raptors have lost three straight since Nov. 6-10, 2015.

Kyle Lowry was ejected with 1:30 left after a flagrant-two foul following contact with the head of Brandon Knight. It capped a night to forget for Lowry, who had 15 points but shot just 5 of 17, including 1 of 9 from 3-point range.

Toronto led from the 2:13 mark of the second quarter until the Suns tied it at 95 on a banked hook shot from Tyson Chandler with 7:29 to play. After DeMarre Carroll and Bledsoe exchanged baskets, Phoenix went on an 18-6 run the rest of the way to take the game away from the Raptors.

After falling behind on Bledsoe’s 3-pointer just 19 seconds in, the Raptors responded with a 12-0 run, punctuated by a spectacular alley-oop dunk by Lucas Nogueira from Lowry’s pass. The Raptors led 31-28 after 12 minutes.

DeRozan led the way in the second quarter, going 4 of 5 from the floor for 12 points as the Raptors built their lead to seven on a driving layup with 1:51 to play in the half. The Suns countered with a 10-4 run to go into the interval down 60-57.

The Raptors extended their lead to seven in the third but only shot 36.8 percent from the floor and were unable to pull away, settling for an 85-82 edge after 36 minutes.

TIP-INS

Suns: One night after setting the mark, Chandler ended his franchise record and career high of consecutive 15-plus rebound games at seven with nine rebounds on the night. … F Dragan Bender left with 9:03 remaining in the second quarter with a sore right ankle and did not return.

Raptors: F Patrick Patterson (left knee) missed his sixth consecutive game. … The Raptors got double-digit points from all five of their starting players.

HOME AT LAST

Toronto’s prized free-agent signing Jared Sullinger played his first home game for the Raptors on Sunday night. After missing the first 41 games of the season following left foot surgery, the forward made his debut in Friday’s loss in Charlotte before entering the fray Sunday with 3:56 to play in the first. He ultimately played 13 minutes, scoring nine points.

DRAWING LEVEL

With 22 points Sunday, DeRozan tied Chris Bosh for second in franchise history with 265 games with at least 20 points. Vince Carter leads the way with 273 such games.

HIGHLIGHT REEL

With 7:10 left in the third, Marquise Chriss made a spectacular, one-handed alley-oop dunk from T.J. Warren‘s lob pass that was slightly behind him, falling to the floor before rolling over and popping right back up.

 

Magic had one highlight: Aaron Gordon in transition with dunk (VIDEO)

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Golden State didn’t have much trouble with Orlando Sunday, pulling away in the second half as Stephen Curry and Klay Thompson each had seven threes.

But the Magic did have one highlight: Elfrid Payton found Aaron Gordon in transition and we know the man can finish. Enjoy.